Rumor: Toshiba gearing up to drop HD DVD

Our friends at Engadget stumbled upon information that seems to mark the final nail in the HD DVD coffin. Citing unnamed industry sources, The Hollywood Reporter says they've been told the dying format will be buried in the next coming weeks. Jodi Sally, vp of marketing for Toshiba America Consumer Products insists that nothing has been confirmed for the future of HD DVD saying, "based on its technological advancements, we continue to believe HD DVD is the best format for consumers, given the value and consistent quality inherent in our player offerings."

While nothing has been set in stone for the format Sally did offer a hint that Toshiba is considering the exodus of the HD format. "Given the market developments in the past month," she said, "Toshiba will continue to study the market impact and the value proposition for consumers, particularly in light of our recent price reductions on all HD DVD players."